"Historically, the Consumer Electronics Show was the January kick-off event where media buyers could eye the hardware onto which they could festoon their clients' wares. Manufacturers of household goods took center stage. However, now the lines of the traditional business calendar have blurred, making it difficult to delineate between industry verticals. Sources characterized CES, which officially kicks off today (Jan. 6), as the precursor to the mid-year upfront discussions, to AdExchanger."
"Of course, this builds upon the intense lobbying Amazon undertook last year, when the platform provider sold scale, and leaned heavily on its Authenticated Graph and its demand-side platform - just look at the deal it cut with Netflix and Sirius in September - to promise full-funnel reach across the open internet using verified signals. A more recent deal it inked with Samsung Ads, which combines the consumer electronics provider's ACR data with insights from Amazon Publisher Cloud to improve ad targeting."
"Of course, it wouldn't be a 2020s trade show without the term "AI-powered..." adorning the sales deck of every other pitch deck, with Amazon Ads vp, Kelly MacLean, telling Digiday that its agentic platform can help ease the fragmented landscape of the open internet. "We have a massive opportunity to completely simplify how customers are thinking, how they measure results, and how they launch campaigns," she told Digiday ahead of the event."
CES has evolved from a consumer-hardware trade show into a cross-industry event where advertising, streaming, retail, and ad-tech converge. Amazon uses CES as a feedback tour to shape 2026 planning, leveraging its Authenticated Graph, DSP, and recent partnerships (Netflix, Sirius) to promise full-funnel reach with verified signals. A deal with Samsung Ads blends ACR data and Amazon Publisher Cloud insights to sharpen targeting. AI-powered solutions dominate vendor pitches, with Amazon positioning an agentic platform to simplify measurement and campaign launch. Reddit intends to unveil an AI-powered end-to-end automated campaign tool for buyers.
Read at Digiday
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